IBM Power 10
Interactive website, Augmented reality
My role
Lead UI/UX Designer
Project type
Interactive website
Personality
Innovative, immersive, intuitive, sophisticated, engaging, reliable
Creative Director
Armando Loredo
What i did
Overview
IBM partnered with Groove Jones to create an immersive Augmented Reality and WebGL experience that introduced the IBM Power E1080 server—the first in a family of servers built on the IBM Power10 processor. The server was engineered to support hybrid cloud infrastructure with industry-leading security, AI optimization, and scalable performance. Our digital solution allowed users to interact with the hardware in a dynamic and informative way, either through WebGL on desktop or through AR on mobile devices.
Client needs
Problem
IBM needed to demonstrate the physical and technical capabilities of the Power E1080 in a way that was engaging, accessible, and easily understandable to a global audience. Static spec sheets and traditional product pages weren’t sufficient for conveying the server’s innovation and physical presence.
Solution
We designed an interactive 3D and AR experience that allowed users to explore the server from all angles, open panels, and examine internal components like the Power10 processor and power systems. With integrated voiceovers from IBM's engineering team and closed captions, we created a guided walkthrough that made complex information more digestible. Mobile users could view a life-size model in AR, while desktop users accessed the same AR feature via QR code. The experience was localized in seven languages to reach IBM's global user base.
Design system
This experience was built using Carbon, IBM’s open-source design system for products and digital experiences. Grounded in the IBM Design Language, Carbon provides a comprehensive foundation of working code, design tools, interface guidelines, and community-driven resources. Using Carbon ensured visual consistency, accessibility, and scalability across both the WebGL and AR interfaces.
Typography
IBM Plex Sans
Low-fidelity wireframe
Graybox closeup
Key Features
01. Interactive WebGL 3D model
Users can explore a fully interactive 3D model of the IBM Power E1080 server directly in their browser, with the ability to rotate, zoom, and open hardware panels. On desktop, intuitive mouse controls make navigation seamless, while on mobile, users can interact using simple touch gestures.
02. Augmented Reality
On mobile devices, users can launch an Augmented Reality version of the server to see a life-size model in their physical space, offering an accurate and immersive visualization.
03. Expert Walkthrough
The experience features guided voiceovers from IBM Distinguished Engineers, paired with synchronized captions and animations to clearly explain each part of the server.
04. Responsive Design
The interface is fully responsive, adapting to different screen sizes and orientations to ensure a smooth and consistent experience on both desktop and mobile devices.
05. Global Accessibility
To reach a worldwide audience, the experience is available in seven languages: English, German, French, Spanish, Korean, Chinese, and Japanese.
See the experience in action
This video showcases the full desktop experience—from the landing screen to 3D interactions and guided voiceovers—demonstrating how users explore the IBM Power E1080 in an intuitive and engaging way.
Impact
The IBM Power E1080 experience redefined how enterprise-grade hardware could be presented online. By providing an immersive way to explore the server’s features, the experience helped IBM position the E1080 as a cutting-edge solution for modern cloud infrastructure. The platform also served as a blueprint for future AR and 3D product showcases across IBM’s ecosystem.
